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Digital Selling

Digital and social selling is changing the approach sales and marketing teams use to sell their products and services. Based on proven methods developed by industry experts, the Duke Digital Selling program is designed to provide these professionals with the education they need to improve their digital and social selling skills and increase their competitive edge in the marketplace.   Students will have hands-on exposure to today’s digital model of Customer Relationship Management (CRM) and sales intelligence tools, learn how to improve social media engagement, generate better quality prospects, drive faster conversions and ultimately increase revenue.

During this four-week online program, students will watch streaming video content, participate in a weekly virtual training session led by a digital selling professional and apply knowledge learned toward completion of a weekly project.

Why choose the Duke Digital Selling Certificate?

  • Blended learning approach with self-guided learning, live virtual instruction and hands on projects
  • Includes three months extended access to the e-learning content granted upon completion
  • Includes mentoring sessions to further explore how to effectively apply lessons to your digital selling strategy
  • One of the most comprehensive, non-credit digital selling programs with over 20 combined instruction/study hours
  • Industry leading mobile app for downloadable content and offline viewing
  • Provides downloadable study guides and PowerPoint slides for most modules
  • Awards a certificate of completion from Duke University

Who should enroll in this program?

This program is intended for professionals who want to advance their careers with a deeper understanding of digital and social sales methodologies and techniques including:

  • Sales and sales team leads
  • Consulting professionals
  • Account relationship management professionals
  • Business development professionals

Program Demo: For a Digital Selling program demo send an email to digitalselling@duke.edu with your name and email address in the body of the email.

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Curriculum & Course Details

As part of the blended learning model, every week will contain self-paced e-learning content, a live virtual training session, and a hands-on project for students to complete.  Students should anticipate spending on average five hours a week on the curriculum. This includes two hours of self-paced content, a two-hour virtual training session, and a one to one-and-a-half hour weekly project.

The program is divided into four modules as follows:

Module 1: Attract Your Customers

  • Section 1 - Introduction to Digital Selling: In this section, students will learn the concept of digital selling and how social media and the mobile web can be integrated to aid in their sales methodology. They will also discover the nuances of digital selling across Business to Business (B2B) and Business to Consumer (B2C) space.
  • Section 2 - Growing a Brand’s Credibility Online: In this section, students will explore the differences between digital selling and traditional selling, the importance of choosing the correct platform, and the value of promoting a strong brand and profile online.

Module 2: Connect With Your Customers

  • Section 3 - Building Buyer Personas: In this section, students will learn how to map the buyer journey and how to build a digital buyer profile to personalize marketing and grow brand loyalty. By understanding the digital buyer profile, students will be able to utilize sales intelligence tools to more effectively target their approaches to gain a higher return.
  • Section 4 - Converting Digital Connections into Sales Conversations: This section will help students convert digital connections into a sales conversation by differentiating between reach and engagement and by understanding how CRM and Marketing Automation tools can increase value.

Module 3: Engage With Your Customers

  • Section 5 - Building Sales Engagement Using Content Marketing:  This section will help students build an understanding of the importance of personalization and the benefits of personalizing content across the purchase cycle. Topics covered include how to identify content themes and assets for different touch points in the purchase cycle, build a comprehensive content calendar geared towards driving engagement, and plan campaigns and events ahead of time.

Module 4: Convert and Grow Your Customers

  • Section 6 - Building an Integrated Digital Selling Strategy: In this section, students will learn the value of the customer-centric approach when creating a cross-channel digital selling strategy.
  • Section 7 - Customer Retention and Loyalty: This section will cover the importance of retaining customers and building a loyal-base to foster a strong Return on Investment (ROI).

About the Live Virtual Classroom

Classes are delivered through a WebEx portal that includes a live instructor, a teaching assistant (TA) and a maximum of 20 participants. These sessions are highly interactive and students are free to ask questions, which are answered by the instructor/TA in real time.  Although these weekly sessions will be recorded for later reference, attendance is required to receive your completion certificate from Duke Continuing Studies.

For more details about the timing of the live virtual training, please refer to the “SCHEDULE AND REGISTRATION” section.

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Requirements

Eligibility

  • Be at least 18 years of age at the time of enrollment. 
  • Possess word processing and Internet skills.
  • Be fluent in the English language (including reading, writing and speaking).
  • Be familiar and comfortable with using online programs.
  • Be computer literate, have reliable Internet access and a valid email account.  (Please note: personal email accounts are preferred as they are less likely to trigger firewalls and spam filters.)
  • Have access to a computer that meets the program’s technical specifications.
  • Pay tuition in full or have a loan certified by Duke Continuing Studies prior to course access.
  • Sign and return program Terms of Use form.
Admission is discretionary. The office of Duke Continuing Studies, Professional Certificate Programs, requires students be at least 18 years of age and meet minimum suitability standards. Students are not matriculated Duke University students and university student privileges do not apply to Continuing Studies students.
 
Duke Continuing Studies reserves the exclusive right, at its sole and absolute discretion, to withhold registration or require withdrawal from the program of any student or applicant.
 
The materials used in this course, including video lessons, workbooks, quizzes and tests, are copyrighted. They are intended for individual use by registered students.  Unauthorized or illegal use, or attempted unauthorized or illegal use, of these materials may result in a suspension and/or cancellation of the user’s account.
 
 

Certificate requirements

In order to receive a certificate from Duke University Continuing Studies students must:

  • Complete the four e-learning modules in this program by viewing self-paced content
  • Attend all four virtual training sessions for which attendance will be recorded
  • Successfully complete all four projects per approval of teaching assistant
  • Earn a score of 80% or higher on the final (and only) assessment exam

Once all requirements have been met, students will be eligible for a program completion certificate. 

Quizzes and Testing

One comprehensive exam is required after the completion of the final module, and students must pass with at least 80% accuracy.  The exam is timed and is in a multiple-choice format.  Students will receive their grade upon completion of the exam.  After three final test attempts students must request additional attempts individually.

Course quizzes administered in each module test the student’s knowledge in preparation for the cumulative exam at the end of the program.  Quizzes are not graded assignments, but they will help students determine their level of understanding prior to taking the final exam.

Technical requirements

The following minimum technical requirements are supported*:
  • Windows XP, Windows 7, Windows 8, 1GB RAM, Flash player 11
  • Mac OS X, 1GB RAM, Flash player 11
  • iOS 8,  Android 4 (for apps)

Students must also have the following:

  • Adobe Acrobat Reader
  • Reliable internet connection with a bandwidth of at least 1 Mpbs (typical DSL is 1.5 to 6Mbs) and web browser (Firefox, Chrome or Safari)
  • E-mail account (to be able to register and to receive email from the system regarding registration, course status, etc.)
  • A downloaded and installed version of R software from the CRAN website and RStudio for your operating system. (These are both open source, and the installation guidelines are presented in the course).
  • A computer that meets the following system requirements to run the Python program:
    ○ 32 or 64-bit Operating System
    ○ 1GB RAM

Technical questions should be directed to our affiliate, Simplilearn, by sending an email to dukestudents@simplilearn.com.

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Schedule & Registration

Schedule

This program will be conducted in a 4 week cycle and depending on demand may be offered throughout the year.

Next session: March 20, 2018

Each week, students should anticipate reviewing approximately 2 hours of e-learning content prior to the 2-hour live virtual session. Following the session, there is a hands-on project to complete that will be reviewed by a teacher assistant.  Estimated total weekly commitment is 5 hours.

There will be one session a week on Tuesdays from 7 PM to 9 PM EDT.

Registration

Registration is ongoing; therefore students can begin the program when it is convenient for them! Registration is not available June 24 - June 30 annually due to the close of the fiscal year for the university.

To enroll:
  • Register for this program and pay in full or have loan certified by Duke Continuing Studies.
  • Upon returning the signed program policy disclosure to the Duke program manager, an email will be sent with login instructions.  Note: Our enrollment/registration system is a separate external system from that used for your online training and therefore access to online materials is not an automated process upon your registration and subsequent payment. Please allow a time delay of up to five business days to receive details via email regarding online access. This delay will not affect your “allotted” completion time for the program.
    ○ Please note personal email accounts are preferred as they are less likely to trigger fire walls and spam filters.
  • Log in and begin coursework.
    ○ Please note the 12 months of access begins on the date the access email is sent from Duke Continuing Studies. There is a calendar within the learning system to assist you with keeping track of time remaining in your 12 month window to complete the program.  No delayed starts will be permitted.
Registration Methods
1. Register Online using a credit card with our secure, real-time registration system. Add the course to your shopping cart and follow the instructions for checking out.
2. Register by Phone at 919-684-6259 or 1-866-edu-Duke during our business hours (Monday through Friday, 8:00am to 5:00pm EST) to register.
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Frequently Asked Questions

Who should enroll in this program?
This course was created for entry level and mid-career sales professionals, entrepreneurs, and non-sales professionals needing to understand modern sales techniques. It is also intended to target traditional sales professionals in the Direct Advertising Sales and Print media fields whose skills may be lacking in the digital advertising marketplace.

When is registration open?
Students may register anytime except during the week of June 24-30 annually. Online registration is available 24/7 and the Office of Continuing Studies is open via phone (excluding Duke holidays) for registration at 919 684-6259 (toll free 866-edu-duke) Monday through Friday, between the hours of 8am and 5pm EST.

After registering, when will students receive additional program details?
Upon returning the signed program policy, and paying tuition in full or having a loan certified by Duke Continuing Studies, registered students will receive login information via email from the Program Manager. Note:  Our enrollment/registration system is a separate external system from that used for your online training and therefore access to online materials is not an automated process upon your registration and subsequent payment. Please allow a time delay of up to five business days to receive details via email regarding online access. This delay will not affect your “allotted” completion time for the program.

Does this program apply toward a degree?
No, this program is a non-credit (non-degree) offering and does not transfer towards a degree.
 
How long do students have access to this online program?
Students will have access to this program for four weeks from the date the access email is sent from Duke Continuing Studies. 
 
Do students have access to the program after the four weeks of live classes?
Yes, students who complete the program successfully will get three additional months of access to the program content and live mentoring sessions.
 
How long does the program take to complete?
This program takes 4 weeks to complete.
 
Is access to a computer required during this program?
This is an exclusively online program and access to a reliable computer is required for the duration of the program.
 
What are the technical requirements for accessing this online program?
See the Requirements section.
 
If a student is absent from one live virtual classroom session, how can that absence be accounted for?
Each weekly session will be recorded however, attendance is mandatory and students are expected to attend the sessions for the cohort for which they sign up.
 
Are live virtual classroom sessions ever cancelled?
In the rare case that the classroom time slot a student signed up for is cancelled, other opportunities for students to attend will be made available upon the discretion of program administration.
 
What is the refund policy for these courses?
There are no refunds given for online courses and tuition cannot be applied to other programs offered by Duke Continuing Studies.
 
How do students earn a certificate of completion from Duke Continuing Studies?
In order to receive a certificate from Duke University Continuing Studies students must:
  • Complete the four e-learning modules in this program by viewing self-paced content
  • Attend all four virtual training sessions for which attendance will be recorded
  • Successfully complete all four projects per approval of teaching assistant
  • Earn a score of 80% or higher on the final (and only) assessment exam

Once all requirements have been met, students will be eligible for a program completion certificate.

Can students download program files to save for later use?
The materials used in this course, including video lessons, workbooks, quizzes and tests, are copyrighted. They are intended for individual use by registered students.  Unauthorized or illegal use, or attempted unauthorized or illegal use, of these materials may result in a suspension and/or cancellation of the user’s account.

Will the university staff assist me in finding a position upon completion of this program?
It is incumbent upon the student to seek his/her own employment through their own endeavors. Duke Office of Continuing Studies provides no assistance with job search, career placement and/or internships nor make any claim or warrant this program will result in obtaining a position of a result of completion.

How can students contact technical support?
Technical questions should be directed to our affiliate, Simplilearn, by sending an email to dukestudents@simplilearn.com. Hours of support are from 8:00 am to 5:00 pm Monday through Friday, Pacific time.  Technical support issues submitted prior to 2:00 pm Monday through Friday will typically be handled the same day, and in most cases no later than the next business day.

Who is Simplilearn?
Duke Continuing Studies is collaborating with Simplilearn to offer this course.  Simplilearn is one of the world’s leading certification training providers, providing online training in disciplines such as Cyber Security, Cloud Computing, Project Management, Digital Marketing, and Data Science, where technologies and best practices are changing rapidly and demand for qualified candidates significantly exceeds supply.
 

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Instructors

Lilach BullockKey Content Contributor:

Lilach Bullock

Highly regarded on the world speaker circuit, Lilach Bullock has graced Forbes and Number 10 Downing Street with her presence! She was listed in Forbes as one of the top 20 women social media power influencers and was crowned the Social Influencer of Europe by Oracle.

Digital Selling Instructors:

April D. Thompson

April D Thompson is an analytics-driven professional adept at developing and implementing marketing best practices, analyzing campaign and project effectiveness/results for use in strategy development. Her specialties include ideation and innovation, online lead generation via webcasts, campaign management, content syndication, content marketing, SEO, SEM, email marketing and social media marketing.

Bernardette Marks

Bernardette Marks is a digital marketing strategist and brand consultant with a background in sales, marketing and customer service. She has extensive knowledge of the inbound marketing model and social media marketing dynamics.

Dagmara Sitek

Dagmara Sitek is a social media marketing coach with over 7 years of experience. Her specialties include digital education, digital marketing, talent branding, company branding and LinkedIn training.

Nikki HM Jackson

Nikki HM Jackson is a PPC & SEO Trainer, search scientist, consultant, and speaker. She invented and launched the PANTHER® PPC management system designed to deliver targeted market results, lower acquisition costs by generally up to 82 percent, lower CPC by up to 60 percent and maintain those lowered costs.

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Tuition & Funding Sources

Tuition

$1995

Payment is due in full upon registration. Loans, from US based organizations, must be certified and approved by Duke Continuing Studies prior to starting program.

There are no books required for this program. Study guides for each module will be available for download.

Duke Employee Discount

• $125 off the fee of $1995
Duke employee pays fee of $1870
• Student must register and pay tuition in full or have loan “certified” by Duke Continuing Studies, as well as complete a terms of use form, prior to receiving program access
• Questions: Contact Program Manager at 919-684-3255

Other Funding Sources

The funding options listed below may not be applicable to all programs at this time. Please contact the organization offering the funding to see if you qualify and if the funds can be used for the program in which you are interested.

Sallie Mae Smart Option Loan

To apply for this private student loan, visit Sallie Mae’s website, select the Undergraduate Student Loan and then click Apply Now.   The following application should populate with the pertinent information for Duke Continuing Studies.

•    Scroll over Student Loans on the top of screen
•    Select Smart Option Student Loan under Undergraduate Student Loans
•    Click Get Started
•    Fill out Student General Information
•    Fill out Permanent Address
•    Fill out School Information

•    DUKE PROFESSIONAL CERTIFICATES, DURHAM, NC, 00292099 should already have populated for the school
•    Select Certificate for Degree/Certificate of Study
•    Select your Specialty or select Other if it is not shown in the options
•    Select Half Time for Enrollment Status
•    Select Certificate/Continuing Ed for Grade Level
•    Enter your Academic Period of the Loan
•    Enter your Anticipated Graduation / Completion

•     Follow the remaining loan application prompts

Wells Fargo Graduate Loan

For information on the Wells Fargo Graduate Loan, please see this Disclosure document. To apply for this loan, visit Wells Fargo. Duke Continuing Studies will be required to certify your loan application for the Graduate Loan should you be approved by Wells Fargo.

You will need to enter the following information after clicking on Apply Now in the Before Starting Your Application section:

  • Find a loan for: Graduate School Expenses
  • I am a: Student
  • School state: North Carolina
  • School name: please type Duke University Continuing Education
  • Grade Level: Beyond 3rd Year Graduate
  • Field of Study: Undecided or select Other and type in the field of study
  • Citizenship: Select as appropriate

Duke Hospital Employees

Duke University Hospital employees may be eligible for support from the Employee Development Initiative (EDI), which helps employees pay for short-term career-related programs, workshops, and seminars. For more information, visit the Employee Development Initiative site or call Duke Hospital Human Resources at (919) 668-2170.

Workforce Investment Act

The WIA provides professional and basic skills training services to those who have been unable to find employment. Please keep in mind that this process can be lengthy, so plan to apply well in advance of the program start date.  For more information on eligibility, the application process, or to find your local Workforce Development Board, visit the NC JobLink Career Center website.

AmeriCorps

AmeriCorps Education Awards are available only for AmeriCorps volunteers and can be used for educational expenses for non-degree courses, such as Continuing Education courses offered by qualified schools. For more information on qualified schools and programs, contact the National Service Trust at 1-800-942-2677, or visit the FAQ page of the AmeriCorps website.

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Policies & Procedures

Refunds for Online Courses

There are no refunds or cancellations for online courses.

Tax Deductions

Course fees and expenses are sometimes tax deductible. Please consult an accountant concerning this matter. Non-credit programs at Duke Continuing Studies do not generate 1098-T forms, in accordance with the following IRS guideline:

Instructions for Forms 1098-E and 1098-T published by the Department of the Treasury, Internal Revenue Service, states “You do not have to file Form 1098-T or furnish a statement for: Courses for which no academic credit is offered, even if the student is otherwise enrolled in a degree program…”

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